Top 3 Competitor SEO Analysis Tools for Law Firms

| October 11, 2013

seo-toolsLawyers doing their own SEO need tools to be successful but it can be challenging to find software that does what you need it to and that is trust worthy. Just like there are a lot of fly-by-night SEO providers out there that will take your money for less than optimal services, there are also software providers that sell junk. We would like to point out some affordable and intuitive options that lawyers can use for SEO.


Moz (formerly SEOMoz) is perhaps one of the most useful and comprehensive knowledge bases for SEO. Some time ago, the company decided to take a direction as a software provider instead of an agency based organization. As a result, they have come up with a slew of useful SEO tools one of which is Open Site Explorer1.

open-site-explorerThere is a free version that you can take a test drive with just like the other web-based software in this post. Lawyers will be limited to seeing the number of linking root domains, a site’s page authority and the total links leading to the site. Attorneys will also be able to see some of their top pages and a chart of inbound links.

The pro of Open Site Explorer is its ease of use for those of us who are not search experts. You get a lot of really basic metrics without complicated terms that you have to interpret. Moz works hard to scale metrics into easy-to-understand values so you can see at a glance what pages are doing well and which ones need work. Tiered pricing for Moz pro goes from 99 dollars per month to 149 and up to 249 (pretty reasonable compared to some of the other tools out there). Open Site Explorer comes with the package but you will also get a lot of other tools with that subscription.


Majestic is a link, traffic and social analysis-based tool. One of the cool parts about Majestic is that data in collected about a website is not scraped from other sources like Bing and Google (other tools do this). Instead, Majestic has its own crawlers that gather information, process and report on it. Overall its one of the better tools out there although some have reported2 a user interface that is too sophisticated for the causal user and data reporting that is hard to follow.

Like the other software programs, you can use Majestic3 on a limited basis for free however signing up is a bit tedious. You have to create a free account and then verify that you have control over the domain you submit in order to generate free reports for it. You can do this by adding a meta tag specific to Majestic, uploading a text file or by linking a Google Webmaster Tools account.

If you are logged into a Google account and already have your domain added, the Webmaster Tools route is the easiest method. After you are set up, you can generate a free report showing up to 500 backlinks to your site.


Just like, Majestic SEO provides tons of data about your site all in one location. Even the free version of the analysis is pretty comprehensive. Like the other programs, you can see number of backlinks, number of linking root domains, anchor text associated with links and all that good stuff.

Pricing runs from about 50 bucks a month for the base plan, 150 for the 2nd tier and 400 per month for the premium. You can save some money by doing an annual subscription. Like other subscription based services, the tier you choose should necessarily be based on how many reports you are running. If you are only using it for your own website, the base plan should be enough.


Ahrefs4 is strictly a link analysis tool and it does it better than probably any other platform out there (although we are slightly biased). It boasts one of the most comprehensive databases of live backlinks on the web. Users can do competitive link analysis, find spammy links, see anchor text associated with each link and get a wealth of data related to each link (all with an easy-to-understand interface).

You can sign up for a free account before you commit to anything with All you have to do is submit your email, create a user name and password, and choose a plan (free is selected by default). At the time of this writing you can only check 10 backlinks, get 3 backlink reports in a month and 3 SEO reports. You can’t get access to raw backlinks exports or social metrics with the free account.

There is tiered pricing starting at 79 dollars for the professional account, 179 for the elite and 499 for enterprise. These tiers really have nothing to do with additional features, you just get to process more data so your decision should be based on the volume you think you will be doing. For most attorneys with a small staff or if you are just solo, the professional version will be more than adequate.


If you are the graphical data and charts type, this tool is for you. It gives you a lot of great data about your site and shows it all in charts and graphs in one interface. In this way you can easily identify trends and spikes in data.

Any of these programs are great for attorneys because they provide reasonable pricing, easy-to-understand data, and intuitive interfaces for those practicing law firm SEO5 on their own. They are also some of the leading and most reputable providers on the web. One important thing to point out is that there is not a singular tool that is good for all SEO work that you or an employee might be doing. For example there are tools like Ahrefs that are great for backlink analysis and tools like Open Site Explorer that are better for measuring metrics related to social. Overall lawyers should look for a combination of free and paid tools that can help them accomplish their SEO goals.